social media sharing for vietnam youth entrepreneur (vye) 2013
Post on 17-Oct-2014
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DESCRIPTION
Great Viral marketing principles from Jonah Berger together with some guidelines for social media marketing and how to measure success of your social media efforts is shared in this presentation.TRANSCRIPT
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Social Media Sharing for
Viet Youth Entrepreneur 2013By Chandler Nguyen
Monday, August 12, 13
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What we hope to Discuss in the next 1 hour
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What we hope to Discuss in the next 1 hour
Quick Overview of Social media
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What we hope to Discuss in the next 1 hour
Quick Overview of Social media
Viral marketing principles
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What we hope to Discuss in the next 1 hour
Quick Overview of Social media
Viral marketing principles
Deep dive into facebook in particular
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What we hope to Discuss in the next 1 hour
Quick Overview of Social media
Viral marketing principles
Deep dive into facebook in particular
Q & A
Monday, August 12, 13
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If you could remember one thing today
“When done right, technology enhances the story, it doesn’t replace it”
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Before jumping into Social Media Marketing
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Let’s recap the marketing brief
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Let’s recap the marketing brief
Background:
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Let’s recap the marketing brief
Background:
• who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc...
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Let’s recap the marketing brief
Background:
• who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc...
Objectives
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Let’s recap the marketing brief
Background:
• who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc...
Objectives
Key message
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Let’s recap the marketing brief
Background:
• who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc...
Objectives
Key message
Target audience
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Let’s recap the marketing brief
Background:
• who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc...
Objectives
Key message
Target audience
Brand personality on social media
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Digital marketing
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Digital marketingOwned Media
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Digital marketingOwned Media
• Computer screen: Website, Microsite
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Digital marketingOwned Media
• Computer screen: Website, Microsite
• Mobile screen: Responsive Design Website, Mobile Native App
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Digital marketingOwned Media
• Computer screen: Website, Microsite
• Mobile screen: Responsive Design Website, Mobile Native App
• Social media assets: Facebook, You Tube, Google Plus, Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web Tre Tho account, WeChat, Line etc...
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Digital marketingOwned Media
• Computer screen: Website, Microsite
• Mobile screen: Responsive Design Website, Mobile Native App
• Social media assets: Facebook, You Tube, Google Plus, Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web Tre Tho account, WeChat, Line etc...
Paid Media: Display Media, Search Engine Marketing, Social Media Ads, Mobile ads, Online PR etc...
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Digital marketingOwned Media
• Computer screen: Website, Microsite
• Mobile screen: Responsive Design Website, Mobile Native App
• Social media assets: Facebook, You Tube, Google Plus, Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web Tre Tho account, WeChat, Line etc...
Paid Media: Display Media, Search Engine Marketing, Social Media Ads, Mobile ads, Online PR etc...
Earned Media: word of mouth, Key influencer outreach, fans, social mentions etc...
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What is Social Media?
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Social media refers to the means of interactions among people in which they create,
share, and exchange information and ideas in virtual communities and networks.[1] Andreas
Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological
foundations of Web 2.0, and that allow the creation and exchange of user-generated
content."[2] Furthermore, social media depends on mobile and web-based technologies to create
highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes
to communication between organizations, communities, and individuals.[3]
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Social media refers to the means of interactions among people in which they create,
share, and exchange information and ideas in virtual communities and networks.[1] Andreas
Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological
foundations of Web 2.0, and that allow the creation and exchange of user-generated
content."[2] Furthermore, social media depends on mobile and web-based technologies to create
highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes
to communication between organizations, communities, and individuals.[3]
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Social media are communication channels between people
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However, Social Landscape is complex
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However, Social Landscape is complex
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However, Social Landscape is complex
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However, Social Landscape is complex
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However, Social Landscape is complex
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However, Social Landscape is complex
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However, Social Landscape is complex
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However, Social Landscape is complex
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However, Social Landscape is complex
And many more
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Example: Facebook in Vietnam
User 19,200,000
Online Penetration 60.0%
Population Penetration 22.00%
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Twitter (estimated)
User 1,800,000
Online Penetration 5.600%
Population Penetration 2.00%
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Every two days now we create as much information as we did
from the dawn of civilization up until
2003.
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So how to make our Digital Marketing initiative noticed?
Talked about?
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Only 10% of sharing happens online!
Research by kellerfay group
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Principles of viral marketing by Jonah Berger
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Principles of viral marketing by Jonah Berger
Stepps
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Principles of viral marketing by Jonah Berger
Stepps
• Social currency
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Principles of viral marketing by Jonah Berger
Stepps
• Social currency
• Triggers
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Principles of viral marketing by Jonah Berger
Stepps
• Social currency
• Triggers
• Emotion
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Principles of viral marketing by Jonah Berger
Stepps
• Social currency
• Triggers
• Emotion
• Public
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Principles of viral marketing by Jonah Berger
Stepps
• Social currency
• Triggers
• Emotion
• Public
• Practical value
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Principles of viral marketing by Jonah Berger
Stepps
• Social currency
• Triggers
• Emotion
• Public
• Practical value
• Stories
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Who is Jonah Berger?Jonah Berger is the James G. Campbell Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania.
He has published dozens of articles in top-tier academic journals, and popular accounts of his work have appeared in places like The New York Times, The Wall Street Journal, The Washington Post, Science, Harvard Business Review.
“Google Think insight” Jul 2013: From Complacent to Contagious
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Social currency
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Make people look good in the eyes of others
Inner remark ability
Game mechanics
Insider
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Will It Blend - Golf Balls video
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Will It Blend - Golf Balls video
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Flash, member only sales - scarcity & exclusivity
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Triggers
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Top of mind - tip of tongue
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Mentos National Night SingaporeMonday, August 12, 13
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Mentos National Night SingaporeMonday, August 12, 13
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Mentos National Night Video
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Mentos National Night Video
Listened and plugged into social “Trigger Points”
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Mentos National Night Video
Listened and plugged into social “Trigger Points”
Singapore National Day
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Mentos National Night Video
Listened and plugged into social “Trigger Points”
Singapore National Day
Singapore Birth Rate
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Mentos National Night Video
Listened and plugged into social “Trigger Points”
Singapore National Day
Singapore Birth Rate
Other cue like Firework, parade during the national day, Durian, Ez Link card, Singapore highway abbreviation
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Mentos National Night Video
Listened and plugged into social “Trigger Points”
Singapore National Day
Singapore Birth Rate
Other cue like Firework, parade during the national day, Durian, Ez Link card, Singapore highway abbreviation
you Tube lyric video
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Effective triggers?
Frequency of the stimulus
Strength of the link
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Emotion
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Charlie bit my finger - again ! videoMonday, August 12, 13
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Charlie bit my finger - again ! videoMonday, August 12, 13
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United Breaks Guitars videoMonday, August 12, 13
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United Breaks Guitars videoMonday, August 12, 13
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Parisian Love videoMonday, August 12, 13
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Parisian Love videoMonday, August 12, 13
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High vs low arousal
High arousal Low arousal
PositiveAwe
ExcitementAmusement
(Humor)
Contentment
Negative AngerAnxiety Sadness
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Public
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Social prof
Monkey see, monkey do
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Practical value
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Shucking Corn--Clean Ears Every time videoMonday, August 12, 13
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Shucking Corn--Clean Ears Every time videoMonday, August 12, 13
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Stories
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dove evolutionMonday, August 12, 13
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dove evolutionMonday, August 12, 13
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No relevancy between tutu prankster and goldenpalace.com
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The good news is: anyone could do it!
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You would still need paid media support to let enough people know about it
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Monday, August 12, 13
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Guiding principles when you engage in social media
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Listen first and never stop listening
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Listen first and never stop listening
“Seek first to understand, then to be understood.” Habit 5 of the “7 habits of highly effective people”
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Listen first and never stop listening
“Seek first to understand, then to be understood.” Habit 5 of the “7 habits of highly effective people”
“Be a good listener. Encourage people to talk about themselves” Principle 4 of “How to win friends and influence people”
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Enterprise Listening Systems
Meltwater Buzz: http://www.meltwater.com
Parature: http://www.parature.com/
Radian6: http://www.parature.com/
Sysomos: Sysomos.com
Vocus: vocus.com
Brandtology
Jami Q
Alterian SM2
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Other tools
Google Alerts (Google Alerts and RSS)
Social Bakers
TrackUr
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Action items
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Action items
Listen to what people are saying about your brand, your competitors and your industry in general
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Action items
Listen to what people are saying about your brand, your competitors and your industry in general
Develop the list of keywords/phrases that are related to these topics
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Action items
Listen to what people are saying about your brand, your competitors and your industry in general
Develop the list of keywords/phrases that are related to these topics
Try a listening tool or simply start using Google Search
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Think and Act like your Customers
Do you like to watch TV commercial during the movie time?
Do you like to see banners on websites?
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Respond quickly to all bad comments
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Respond quickly to all bad comments
Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan.
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Respond quickly to all bad comments
Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan.
We have to response to 100% of all of the bad comments
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Respond quickly to all bad comments
Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan.
We have to response to 100% of all of the bad comments
Always RESPONSE publicly and then take the issue private: by having fans to email us, call us, get in touch via private message on Facebook etc... Please note this is to response, not reply.
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Respond quickly to all bad comments
Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan.
We have to response to 100% of all of the bad comments
Always RESPONSE publicly and then take the issue private: by having fans to email us, call us, get in touch via private message on Facebook etc... Please note this is to response, not reply.
Prioritise the response based on online preference if we can't response to everyone in time. We could check online presence by the size of their network, their engagement on walls etc...
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Respond quickly to all bad comments
Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan.
We have to response to 100% of all of the bad comments
Always RESPONSE publicly and then take the issue private: by having fans to email us, call us, get in touch via private message on Facebook etc... Please note this is to response, not reply.
Prioritise the response based on online preference if we can't response to everyone in time. We could check online presence by the size of their network, their engagement on walls etc...
Consider response with surprise and delight - go the extra miles to delight the customers with bad comments by providing something of value.
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Respond to good comments too
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Respond to good comments too
What would you do if someone comes to your store, and thank you?
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Respond to good comments too
What would you do if someone comes to your store, and thank you?
Get creative with your thank you according to your brand personality
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Be authentic & honest
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Be authentic & honest
Think less about “putting on a show”, build a strong brand personality & Tone of voice
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Be authentic & honest
Think less about “putting on a show”, build a strong brand personality & Tone of voice
Develop an authentic voice
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Be authentic & honest
Think less about “putting on a show”, build a strong brand personality & Tone of voice
Develop an authentic voice
Honesty and Transparency “should” be at the core
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Where should you tell customers to like you?
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Where should you tell customers to like you?
On your website
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Where should you tell customers to like you?
On your website
On every staff email signature
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Where should you tell customers to like you?
On your website
On every staff email signature
On every business card handed out
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Where should you tell customers to like you?
On your website
On every staff email signature
On every business card handed out
On every brochure printed
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Where should you tell customers to like you?
On your website
On every staff email signature
On every business card handed out
On every brochure printed
On every receipt you hand out
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Where should you tell customers to like you?
On your website
On every staff email signature
On every business card handed out
On every brochure printed
On every receipt you hand out
On packaging
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Where should you tell customers to like you?
On your website
On every staff email signature
On every business card handed out
On every brochure printed
On every receipt you hand out
On packaging
On in-location signage
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Facebook fanpage Management
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Overall process
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Overall processObjectives & KPIs
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Overall processObjectives & KPIs
Set up
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Overall processObjectives & KPIs
Set up
What to post? Content Strategy & content Buckets
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Overall processObjectives & KPIs
Set up
What to post? Content Strategy & content Buckets
How to get fans?
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Overall processObjectives & KPIs
Set up
What to post? Content Strategy & content Buckets
How to get fans?
Promotions/engagement activities?
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Overall processObjectives & KPIs
Set up
What to post? Content Strategy & content Buckets
How to get fans?
Promotions/engagement activities?
How to measure success?
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Process
Create
Share
Interact Measure
Optimise
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Content strategy
CREATED CURATED
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Content that fits with the brand
Content that
people like to engage
with
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Content curation
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Looking at what is already working on social media
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Monday, August 12, 13
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“Nano targeting” Ad
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“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?
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“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
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“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
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“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
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“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Likes and interests
Monday, August 12, 13
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“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Likes and interests
Birthday
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“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Likes and interests
Birthday
Relationship status
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“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Likes and interests
Birthday
Relationship status
Language
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“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?
“Friends of Connections Ads”:
Location
Demographic
Likes and interests
Birthday
Relationship status
Language
Education and work
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Measuring success
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Measuring successBrand Awareness
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Measuring successBrand Awareness
• Number of fans/followers
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Measuring successBrand Awareness
• Number of fans/followers
• Fan growth/month
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Measuring successBrand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
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Measuring successBrand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
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Measuring successBrand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
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Measuring successBrand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
• Share rate, Comment Rate, Like rate
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Measuring successBrand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
• Share rate, Comment Rate, Like rate
• Sentiment: positive, negative, neutral
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Measuring successBrand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
• Share rate, Comment Rate, Like rate
• Sentiment: positive, negative, neutral
Bottom line:
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Measuring successBrand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
• Share rate, Comment Rate, Like rate
• Sentiment: positive, negative, neutral
Bottom line:
• Macro conversion: e commerce sales, multi channel analysis
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Measuring successBrand Awareness
• Number of fans/followers
• Fan growth/month
• Reach: actual reach & Viral uplift
Engagement: Like, Share, Comment, Fan Post, Fan message to Admin
• How many: Total, ratio (per fan)
• Share rate, Comment Rate, Like rate
• Sentiment: positive, negative, neutral
Bottom line:
• Macro conversion: e commerce sales, multi channel analysis
• Micro conversion: Product enquiry, visits, sign up
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Facebook Edgerank
How long ago was the content posted?
Does this user interact with you often?
How interactive are the engagements with this post?
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Appendix
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TwitterBest use: Consumer Insight, Customer Service, Real Time Communication
General update
@Replies
Direct Message
Twitter conversations are typically much more public
Brand can send message directly to a “follower”
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You Tube
Second biggest Search Engine
Content is more important than quality
Short and Sweet (about up to 90 seconds video)
Have fun
Monitoring & Answering comments
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Google+
Best use: Drive better search results for your company
Circles: How content is being shared & with Whom?
Hangout: up to 10 people
Personalized Search
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Pinterest: Content Curation at its best
Curate video, images, slideshares etc...
Pin boards
Followers & Following
Examples: Go behind the scene, Humanize the brand, crowdsourcing.
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Best use: bringing your brand to life through photos. Social networking through your phone
Sharing on the go
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Best use: Recruitment, Retention, Industry collaboration, B2B Business Development
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Reference
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Reference
“Made to stick” by Chip Health & Dan Health
“Contagious: Why Things Catch on” by Jonah Berger
“Likeable Social media” by Dave Kerpen
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